For more than half a century, the way we talk about weight has been shaped by stigma. The language, the jokes, the labels—so many of them stitched into our culture long before we were old enough to know better. And for people living with obesity, that thread of bias is constant. In healthcare. In media. Even in the quiet conversations we have with ourselves.

When we began working on Zepbound, we knew the science alone wouldn’t be enough. If we wanted to make space for real change, we had to start by unspooling the harmful narratives people had been handed their whole lives. So we built a campaign rooted in a simple, powerful truth: the threads that shape someone’s self-worth can be rewritten.

We created a cinematic, tactile world of yarn—each strand representing the limiting beliefs people inherit. “You’re lazy.” “You just need willpower.” “It’s your fault.” And then, one by one, those threads are pulled apart and rewoven into something new: possibility, dignity, and evidence-based understanding of obesity as a complex, chronic condition.